Free schema markup generator for JSON-LD structured data
Create JSON-LD schema markup for Google rich results: pick a schema type, answer a few questions, and copy the code. The structured data checks list the properties Google requires and recommends. Everything runs in your browser. For types not listed here, the Schema.org vocabulary has a builder for each one.
What are you marking up?
product.jsonldProduct
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Trail Runner 2",
"image": [
"https://example.com/images/trail-runner-2.jpg"
],
"description": "Lightweight trail shoe with a 6 mm drop and a recycled upper.",
"brand": {
"@type": "Brand",
"name": "Northwind"
},
"sku": "TR2-BLK-42",
"offers": {
"@type": "Offer",
"price": 129,
"priceCurrency": "EUR",
"availability": "https://schema.org/InStock",
"itemCondition": "https://schema.org/NewCondition",
"url": "https://example.com/p/trail-runner-2"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": 4.6,
"reviewCount": 212
}
}
</script>Schema types and Google rich results
Which Schema.org types Google turns into rich results, which are restricted or retired, and which have no visual change in search.
Schema types with Google rich results 25
Valid markup makes the page eligible for a rich result in Google Search.
- OrganizationA company, nonprofit, or institution. Usually goes on the home or about page.Organization detailsBuild
- Local BusinessA shop, restaurant, practice, or office that customers visit or call.Local business detailsBuild
- ProductA single product on its own page, with price, availability, and ratings.Product snippets and merchant listingsBuild
- ArticleA blog post, news story, or long-form article.ArticleBuild
- Website (site name)The site itself: its name and home page. Goes on the home page only.Site namesBuild
- BreadcrumbThe trail of pages from the home page down to the current one.BreadcrumbBuild
- CarouselA summary page that lists recipes, movies, restaurants, or courses, each on its own page.Host carouselBuild
- PersonAn author, founder, speaker, or anyone with a profile or bio page.Profile pageBuild
- EventA concert, conference, workshop, or meetup with a date and a place.Event experienceBuild
- RecipeA single recipe with ingredients, steps, and cooking times.RecipeBuild
- Job PostingOne open position on your careers page.Job postingBuild
- VideoA video hosted or embedded on the page.VideoBuild
- ReviewOne editorial review of a product, book, film, recipe, or similar.Review snippetBuild
- Software AppAn app or program on its own page, with price, platform, and rating.Software appBuild
- Return PolicyA shop's return policy, set once for the whole organization.Merchant return policyBuild
- Shipping PolicyA shop's standard shipping costs and delivery times, set once for the whole organization.Merchant shipping policyBuild
- Loyalty ProgramA shop's loyalty program and its tiers, such as member prices or points per purchase.Loyalty programBuild
- Discussion Forum PostA forum thread or social post with its replies, written by users.Discussion forumBuild
- Q&A PageA page with one question and the answers users posted to it, as on a forum or support community.Q&ABuild
- DatasetA published dataset: tables, measurements, or files someone can download.Dataset SearchBuild
- Image LicenseWho made an image and how others can license it.Image metadataBuild
- Employer RatingThe average rating employees give an employer, for job and review sites.Employer aggregate ratingBuild
- MovieA film on its own page: title, poster, director, and rating.Movie carouselBuild
- Math SolverA site that solves math problems step by step, marked up on its home page.Math solverBuild
- Education Q&AA page of study flashcards: questions with their answers on one topic.Education Q&ABuild
Restricted and retired rich results 2
Valid Schema.org markup, but Google shows the rich result only to some sites, or no longer shows it.
Schema markup API and MCP server
The same builders and checks over HTTP, and as tools for Claude, Cursor, and other MCP clients. Ask your coding assistant for “Product schema for this page” and it gets markup plus a list of what's missing. No key needed.
claude mcp add --transport http schema-generator https://schemagenerator.dev/api/mcpSchema markup FAQ
- Does schema markup improve rankings?
- Not directly; Google doesn't treat it as a general ranking signal. It makes a page eligible for rich results such as prices, ratings, and event dates, which change how the result looks and often how many people click it.
- I added markup. Why don't I see a rich result?
- Google has to recrawl the page first, which can take days. After that it decides per search whether to show one. The markup also has to match what visitors can see on the page, and some types, such as FAQ and Course, are restricted or retired.
- Where does the code go?
- Anywhere in the page's HTML. The <head> is the usual place. Most CMSs have a field or plugin for custom head code, and frameworks like Next.js can render the script tag directly.
- What happens to what I type?
- The builders run entirely in your browser. Drafts are saved in your browser's local storage so you can come back to them, and nothing is sent to a server. The API builds markup from your request and doesn't store it.
New to structured data? Start with the help center or look up a term in the glossary.